Posts Tagged: experiential

Blog (part two): Are you customer experienced?

In the second of a two-part blog, Sense’s Alex Smith discusses how experiential can help FMCG brands play retailers at their own game.

If you look at Forbes’ list of the world’s top 20 brands, only one is FMCG (Coca-Cola), whereas 12 are brands with physical retail spaces that are able to provide ‘real’ customer experiences.

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The war marketing can never win

Marketers should stop playing entertainment at its own game and trade fiction for fact to make more impact, says Alex Smith, planning director at real world marketing agency Sense.

Most marketing copies popular media, usually consisting of a fictional story or vignette residing behind four metaphorical walls. These might be the four walls of a page, screen, or in the case of experiential even the four invisible walls of a site space. Within this space, we try to put on a show, communicate the brand message, and hope people notice.

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Secret Cinema: What Experiential Marketers Can Learn

Identify your consumers’ ‘role’, says Alex Smith, planning director at agency Sense

Back when it was still ‘secret’, the Secret Cinema model effectively involved carrying participants through the journey of the given movie. You’d arrive as an unsuspecting ‘character’, and be drawn through a surprising series of events, all building to a climatic finale, where the film would be shown. For Shawshank Redemption you were arrested, tried, and sent to jail. For Prometheus you were conscripted, sent to an alien planet, and had to battle the force you unleashed. In all cases, you were the character – on an adventure with barely a pause for breath.

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Goodbye Mister Clean

Grimy, ugly, inconsistent, flaky and risky – these are the watchwords of the future, says Alex Smith of agency Sense

It’s time for marketing to get dirty. Forget the millennials. The future belongs to the post-millennials, born after 2000. And marketers need to get up to speed fast.

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The quest for permanence

Brands should build monuments to their proposition, says Alex Smith, planning director at brand experience agency Sense.

Marketing has a general transience; a temporary nature. Perhaps this is a hangover from media buying, where paying for ad space is essentially an act of rental; of artificially inflating something that couldn’t sustain itself. Therefore, it’s natural to assume that marketing couldn’t possibly last.

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